Key Notes – Volume 04 Number 02

Connecting Direct Mail with Interactive Marketing – One of the main reasons direct mail marketing is so effective is because it is personal.  It connects to consumers’ senses in ways other forms of marketing simply can’t. Similarly, interactive marketing encourages consumers to become involved in the marketing.  It pushes them to somehow become engaged.  Fusing these two platforms together can measurably enhance the experience for customers and create a deeper connection to the brand.  Source:  Macromark

How Augmented Reality Will Change Online Shopping – Augmented reality could very well change the face of online retail.  Augmented reality is helping to create an engaging buying experience, modify and customize selections of products and visualize and understand products and features.  Check out this infographic by Augment that offers a good look at how augmented reality may be the next big thing in retail.  Source:  Multichannel Merchant

Your Direct Mail Postcard Design: Does Color Really Matter? – It goes without saying that we all want the best possible return from our direct mail postcards.  Crucial design elements like the right layout and graphics play an enormous role in the success of a direct mail marketing campaign.  Studies have shown that, in many cases, consumers tend to make what can only be described as snap judgments about products and services based on color alone.  And part of that judgment revolves around a subconscious sense of how well they feel a color fits with the personality of what’s being sold.  Source:  B2C

USPS at CES – Nestled among drones, audio equipment, and robots on the CES (Consumer Electronics Show) trade show floor is an organization you wouldn’t expect to find. Yet, there it was in signature red and blue: a large booth dedicated entirely to showcasing the U.S. Postal Service.  “Innovative,” isn’t the first word that comes to mind when most people think about the USPS, but the organization was determined to leave its mark on the massive electronics expo nevertheless.  Source:  Geek Wire

Electronic Induction (eInduction) Option – The Postal Service proposes to revise the Domestic Mail Manual (DMM) to add an option to streamline the processing of drop shipments and expedited plant load mailings.  The Electronic Induction (eInduction) option is a process that streamlines the preparation and induction (how and where the mail physically enters the Postal Service mailstream) of drop shipments and expedited plant load mailings. Comments on the proposal can be submitted to the USPS Product Classification office.  Source:  FRN

Spice Up Your Direct Mail Marketing In 2017 – Marketers continue to use direct mail in 2016 because it still leads in ROI.  However, traditional direct mail marketing has changed dramatically.  InfoTrends did a study on direct mail that found the following statistics: 66% of direct mail is opened, 82% of direct mail is read for a minute or more, 56% of consumers who responded to direct mail went online or visited the physical store, 62% of consumers who responded to direct mail in the past three months made a purchase, and over 84% reported that personalization made them more likely to open a direct mail piece.  Source:  Forbes

Brand Identity is the Key for Magazines – For every magazine death, four new ones are born, according to Samir Husni, director of the Magazine Innovation Center at the University of Mississippi.  “There are at least four times more titles in the marketplace than there was in 1978,” he said.  For years, industry experts have been pushing back against the notion that print is dead.  “Nothing ever dies.  No form of media goes away.  It changes,” said Rebecca Sterner, a long-time magazine consultant.  Industry experts said publishers shouldn’t pit digital against print. With many magazines relying on both, overall audience numbers have been growing for the last few years, according to MPA.  Source:  Marketplace

Paper Calendars Endure Despite the Digital Age – In an age of smartphones and the internet, you might think the days of paper calendars are numbered, but data suggest otherwise.  Not only have they survived the digital revolution, but sales of some kinds of print calendars have increased.  The sales of appointment books and planners grew 10 percent from 2014-15 to 2015-16 to $342.7 million, according to NPD Group, a research firm.  Source:  NY Times